This month, we saw a lot of changes happening in the landscape of social media. And it wasn’t, as you know, all about the algorithm. This time, it had to do with social media companies changing the rules, a temporary shut down and a lot of uncertainty as to whether we would have certain platforms to use.  

Also consider the number of times in the last six months you’ve heard health and wellness experts encourage people to rethink social media usage. There seems to be a general theme that it’s become an UNSOCIAL place that can negatively impact both productivity and mental health. We don’t think that’s going away. And in that vein, we are going back to basics here at P&A.  

Social media’s reliability is waning. What does this mean for your business? 

It’s safe to say that dumping marketing dollars solely into social media this year is not a great idea. (Honestly, it’s NEVER been a great idea, and we’ve always cautioned our clients about that.) When you consider algorithms as well as the changing economy, business owners as users have too little control to hand over a chunk of their budget.  

Yes, social media is an excellent tool. Yes, it gets you in front of a whole bunch of people who normally may not see your brand. Yes, we will continue to use it well. But let’s also gives some props to more traditional (and less easily influenced) methods of marketing such as direct mail, email campaigns, print advertising, PR, TV, radio and more.  

What should you do instead? 

Let’s pivot. Own your algorithm. Your website is a vital tool for your business, so make sure you are giving it some love this year. Check on your SEO and make sure to create plenty of original content. Blogs, case studies, white papers! News releases and earned media maximize your organization’s reach as well as add a level of credibility. These can, then, be shared as content on your site as well. Repurposing content is something we will talk about in the upcoming months, and it is a great way to save your team time and money! 

Building your email database will become a vital component of your brand’s longevity in the coming years. We never know which social media platforms will maintain popularity and users will come and go (and may get off social all together, as we are seeing now). But you know what people DON’T plan to stop checking? EMAIL. An email list will have you in their inbox with relevant content no matter what is happening elsewhere. 

Customer relations will also become even more important than ever before. If you have not invested in a CRM system, now is the time. CRM software stores all customer information in one place, which can help you analyze interactions with clients and potential customers. You can improve existing relationships, track sales activities and ultimately drive revenue using quality leads. CRM, and all of these functions, are vital to any strategic marketing plan. 

Feeling worried about what all of this means for your 2025 business marketing plan? 

We get it! Curve balls aren’t fun, even for pro baseball players. And no business owner wants to watch revenue decline because marketing strategies that used to work are no longer reliable. The good news? We are here to help you. We have been creating effective, strategic marketing plans for clients since before social media became a thing. Since launching in 2010, we have always been a “communications agency”; we put value on the written word for ALL channels. We make it our business (literally) to clearly communicate your organization’s unique value whether that be in a 240-word social media post or a 2400-word magazine article.  

Just because the world of social media algorithms has become uncertain, that doesn’t mean you won’t reach even more people this year. We can help you create original content that will not only get you in front of your target market but will help you gain their trust and loyalty. How about that for a great 2025?